DR PIOTR ZABOREK MARKETING RESEARCH CLASSES 2-3: DEVELOPING THE MARKETING RESEARCH PROBLEM AND APPROACH

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1 DR PIOTR ZABOREK MARKETING RESEARCH CLASSES 2-3: DEVELOPING THE MARKETING RESEARCH PROBLEM AND APPROACH

2 WHY IS IT EXTREMELY IMPORTANT TO PROPERLY DEFINE DECISION AND RESEARCH PROBLEM? The decision problem asks what the DM needs to do, whereas the research problem asks what information is needed and how it can best be obtained Defining the marketing research problem sets the course of the entire project. Mistakes made in formulation of a problem will, at best, lead to wasted resources. At worst it may lead to wrong decisions! Inadequate problem definition is a leading cause of failure of marketing research projects

3 THE PROCESS OF DEFINING THE PROBLEM AND DEVELOPING APPROACH

4 THE ICEBERG PRINCIPLE IN MARKETING RESEARCH

5 DEFINING DECISION PROBLEM: AN EXCERPT FROM A TALK WITH THE DECISION MAKER IN THE DEPARTMENT STORE PROJECT DM: We have seen a decline in the patronage of our store. R: How do you know that? DM: Well, it is reflected in our sales and market share. R: Why do you think your patronage has declined? DM: I wish I knew! R: What about competition? DM: I suspect we are better then competition on some factors and worse than them on others. R: How do the consumers view your store? DM: I think most of them view it positively, although we may

6 DEFINING DECISION PROBLEM IN THE DEPARTMENT STORE PROJECT After a series of dialogues with the decision maker and other key managers, analysis of secondary data, and qualitative research, the problem was identified as follows: Management Decision Problem What should be done to improve the patronage of Sears? Marketing Research Problem Determine the relative strengths and weaknesses of Sears vis-a-vis other major competitors with respect to factors that influence store patronage

7 PROBLEM AUDIT FRAMEWORK IS USEFUL IN DISCUSSIONS WITH DECISION MAKERS The problem audit is a comprehensive examination of a decision problem with the purpose of understanding its origin and nature. 1. The events that led to the decision that action is needed, or the history of the problem. 2. The alternative courses of action available to the DM. 3. The criteria that will be used to evaluate the alternative courses of action. 4. The corporate culture as it relates to decision making. 5. The information that is needed to answer the DM's questions.

8 ALTERNATIVE APPROACH TO INTERVIEWING MANAGERS

9 DECISION PROBLEM VERSUS RESEARCH PROBLEM Decision Problem Asks what the decision maker needs to do Research Problem Asks what information is needed and how it should be obtained Action oriented Focuses on symptoms Information oriented Focuses on the underlying causes

10 MANAGEMENT DECISION PROBLEM VS. MARKETING RESEARCH PROBLEM

11 Problem Definition EXAMPLE: DEPARTMENT STORE PROJECT In the department store project, the marketing research problem is to determine the relative strengths and weaknesses of Sears, vis-à-vis other major competitors, with respect to factors that influence store patronage. Specifically, research should provide information on the following questions. 1. What criteria do households use when selecting department stores? 2. How do households evaluate Sears and competing stores in terms of the choice criteria identified in question 1? 3. Which stores are patronized when shopping for specific product categories?

12 EXAMPLE: DEPARTMENT STORE PROJECT 4. What is the level of preference of Sears and its competitors for specific product categories? 5. What is the demographic and psychological profile of the customers of Sears? 6. Does it differ from the profile of customers of competing stores? 7. Can store patronage and preference be explained in terms of store evaluations and customer characteristics?

13 COMPONENTS OF AN APPROACH Objective/Theoretical Foundations Analytical Model Research Questions Hypotheses

14 A FEW REASONS WHY THEORETICAL FRAMEWORK IS SO IMPORTANT FOR A SUCCESSFUL RESEARCH PROJECT: Theory provides guidelines on what dependent and independent variables should be included in a research scheme Theoretical considerations provide information on how the variables should be operationalized and measured as well as how the research design and sample should be selected Theory also serves as a foundation on which the researcher can organize and interpret the findings

15 THE ROLE OF THEORY IN APPLIED MARKETING RESEARCH

16 CONSTUCTS OFTEN STUDIED BY MARKETING RESEARCHERS

17 AN EXAMPLE OF THEORETICAL FRAMEWORK T HE DEPARTMENT STORE PROJECT ILLUSTRATES HOW THEORY CAN BE USED TO DEVELOP AN APPROACH. A REVIEW OF THE LITERATURE IN CONSUMER BEHAVIOR, ECONOMICS AND BIOSTATISTICS REVEALS A BROAD SUPPORT FOR THE CONCEPT OF THRESHOLD EFFECTS IN CONSUMER RESPONSE. THIS CONCEPT STATES THAT THE CONSUMER W ILL NOT MAKE A RESPONSE UNLESS THE VALUE OF THE UNDERLYING VARIABLE EXCEEDS A CERTAIN THRESHOLD OR CRITICAL LEVEL. T HE THRESHOLD APPROACH WAS ADOPTED TO EXPLAIN STORE PATRONAGE BEHAVIOR. A CONSUMER W HEN CONSIDERING A STORE, MUST DECIDE W HETHER TO PATRONIZE IT. A CONSUMER GENERALLY PREFERS ONE STORE OVER ANOTHER. IF THE DEGREE OF PREFERENCE IS ABOVE THE THRESHOLD VALUE FOR THAT CONSUMER, THAT PERSON W ILL PATRONIZE THE STORE UNDER CONSIDERATION. I F IT IS BELOW THE THRESHOLD, THE PERSON W ILL NOT CHOOSE IT. A LSO, THE DEGREE OF PREFERENCE FOR A STORE MAY BE AFFECTED BY SEVERAL VARIABLES, THE MORE IMPORTANT ONES BEING THE FACTOR THAT INFLUENCE THE CHOICE CRITERIA.

18 ANALYTICAL MODELS Analytical model is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process. Models can have many different forms. The most common are verbal, graphical, and mathematical structures. In verbal models, the variables and their relationships are stated in prose form. Graphical models are visual. They are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results. Mathematical models explicitly specify the relationships among variables, usually in equation form.

19 AN EXAMPLE OF VERBAL MODEL A consumer first becomes aware of a store. That person then gains an understanding of the store by evaluating the store in terms of the factors comprising the choice criteria. Based on the evaluation, the consumer forms a degree of preference for the store. If preference exceeds a certain threshold level, the consumer will patronize the store.

20 AN EXAMPLE OF GRAPHICAL MODEL Patronage Preference Understanding Awareness

21 AN EXAMPLE OF MATHEMATICAL MODEL

22 RESEARCH QUESTIONS Research questions are refined statements of the specific components of the problem. Each problem may be broken down into components or research questions. Research questions ask what specific information is required with respect to the problem component.

23 HYPOTHESES A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. It may, for example, be a tentative statement about relationships between two or more variables as stipulated by the theoretical framework or the analytical model. Often, a hypothesis is a possible answer to the research question. Hypotheses go beyond research questions because they are statements of relationships or propositions rather then merely questions to which answers are sought.

24 RELATIONSHIP BETWEEN COMPONENTS OF THE APPROACH TO MARKETING RESEARCH PROBLEM Theoretical framework Components of the marketing research problem Analytical model Research questions Hypotheses

25 EXAMPLE OF RESEARCH QUESTION AND HYPOTHESES IN THE DEPARTMENT STORE PROJECT RQ: What kinds of customers of Sears exhibit store loyalty? H1: Customers who are store loyal are less knowledgeable about the shopping environment. H2: Store-loyal customers are more risk-averse than are non-loyal customers.

26 SPECIFICATION OF NEEDED INFORMATION IN THE DEPARTMENT STORE PROJECT Component 1 The researcher identified the following factors as part of the choice criteria: quality of merchandise, variety and assortment of merchandise, returns and adjustment policy, service of store personnel, prices, convenience of location, layout of store, credit and billing policies. The respondents should be asked to rate the importance of each factor as it influences their store selection. Component 2 The researcher identified nine department stores as competitors to Sears based on discussions with management. The respondents should be asked to evaluate Sears and its nine competitors on the eight choice criteria factors.

27 Component 3 SPECIFICATION OF NEEDED INFORMATION IN THE DEPARTMENT STORE PROJECT Sixteen different product categories were selected, including women's dresses, women's sportswear, lingerie and body fashion, junior merchandise, men's apparel, cosmetics, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the ten stores for each of the 16 product categories. Component 4 No additional information needs to be obtained from the respondents.

28 SPECIFICATION OF NEEDED INFORMATION IN THE DEPARTMENT STORE PROJECT Component 5 Information should be obtained on the standard demographic characteristics and the psychographic characteristics of store loyalty, credit use, appearance consciousness, and combining shopping with eating. Component 6 No additional information needs to be obtained from the respondents.

29 A CONCEPT MAP FOR PROBLEM DEFINITION

30 A CONCEPT MAP FOR APPROACH TO THE PROBLEM

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